Big Pony’s Digital Debut at Sundance Film Festival

The Big Pony Fragrance Collection made its digital debut with a fragrant twist on sound and cinema at the 2011 Sundance Film Festival “House of Hype” event series.

The opening weekend celebration showcased the Big Pony Fragrances advertising campaign, shot by photographer and filmmaker Bruce Weber, as well as a private/invite only live performance by OneRepublic, the pop rock sensation whose hit song “Secrets” serves as the soundtrack to the commercial film.

Among those who attended were Elijah Wood, Elizabeth Olsen, Jonnie Penn, and Ben Nemtin and Duncan Penn from The Buried Life.

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Chef Markus Glocker, Chef de Cuisine of Gordon Ramsey at The London NYC, prepared four courses inspired by the fragrance collection ingredients, and Jesse Marco served as the guest DJ for the after party.

The event incorporated several digital interactions across Twitter, Facebook and Gowalla, including a digital photo booth where an iPad station enabled immediate uploads to guests’ social media sites, step & retweet photo opportunities, song dedication by lead singer Ryan Tedder for a winner selected via @OneRepublic and @BigPonyTeam Twitter feeds, and live tweeting throughout the event @BigPonyTeam.

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The Big Pony Collection by Ralph Lauren is a new collection of four fragrances that embraces the key facets of modern men: Sports, Seduction, Adventure and Style.

Inspired by the Big Pony polo shirts, the vibrant and diverse collection gives guys a chance to engage one or all of their interests through their fragrance wardrobe, said Ralph Lauren Fragrances Friday, Jan. 28.

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Rakesh Raman